2017 is an important year for China, the supply-side structural reforms continue to deepen .China's home appliance industry revolves around innovation-driven, structural optimization forward .In 2017, the home appliance industry in the mature full of new vitality and vitality, in addition to Multi-door refrigerators, air conditioners and other energy-efficient upgrades of a structural upgrade, the dishwasher category is the most dynamic category of the entire appliance circle in the category of category, dishwasher is becoming a household appliance enterprises to implement supply-side structural reform is another important End point.
Dishwashing market awakening Consumer perception exponential growth
As people seek better life demands and the growth of various household electrical appliance enterprises, the kitchen washing started a boom, the market size of the dishwasher showed a blowout growth, and consumer awareness of the dishwasher increased exponentially. According to the national market forecast of Fukai (GfK China) dishwashers, the total market for dishwashers in China in 2017 will reach RMB5.2 billion, an increase of 97% over the same period of last year.
The reasons behind the phenomenon of dishwashers becoming phenomenal products are manifold: First, the emerging new middle class has become the mainstay of social consumption.With the promotion of the concept of consumption, the consumers' quest for quality of life is also getting stronger and stronger, People gradually turn their gaze from the living room to the kitchen.The emergence of the dishwasher to meet the consumer's pursuit of 'efficient, clean, safe', dishwasher thus into the field of vision.Second, the dishwasher hot And manufacturers have layout layout of the dishwasher market competition can not get off the relationship.From 2016, the brand manufacturers continue to flood into the market, especially the local brand innovation, have launched a new dishwasher, hit the Chinese consumer pain point. At the same time, the cross-border cooperation and fancy marketing tactics of major e-commerce and brand manufacturers have attracted consumers, so that the influence of this type of products is constantly magnified. Thirdly, after experiencing the initial groping, manufacturers' technologies are constantly upgrading and washing dishes Continuous optimization of machine products, dishwashers on the market today, the product has been initial shape.After the electricity supplier and manufacturers of consumer guidance, consumer acceptance of the dishwasher is not Increase.Fourth, as the size of the embedded kitchen market continues to expand, the dishwasher has also been included in the consideration of new home decoration.According to GfK China (GfK China) data, in 2016, the overall global cupboard year Sales of more than 32 million units, of which China's share of the world's sales share, the proportion reached 56%.
With the awakening of the dishwasher market, dishwasher makers, on the one hand, work together with e-commerce providers to leverage their strong market power to attract young consumers. "360rd Days of the Third Beijing Dishwasher Festival Not clean, then retreat 'and other activities, so that consumers awareness and influence of the dishwasher continue to strengthen.On the other hand, manufacturers to quickly educate consumers, the small capacity to install desktop dishwashers as kitchen washing Pathfinder Of the touchstone.Desktop dishwasher compact, flexible display, I believe that consumers use, spread through consumer word of mouth, will speed up the popularity of the dishwasher.According to GfK China (GfK China) dishwasher data, From January to September this year, the model number of free-standing dishwashers is 1.5 times the number of embedded dishwashers.It is foreseeable that after a period of rapid market introduction and cultivation, the dishwashers will set off a real sense Kitchen revolution. Dishwashers need to become a Chinese-style kitchen necessities, but also need more innovation and perseverance in the future more suitable for Chinese kitchen dishwashers products will help to further release the potential of domestic demand. In 2018, the National Dishwashing The overall market will be machine Continued to maintain an upward trend in retail sales is expected to maintain 92% growth.
Happy Valley brand complex and diverse channels
As the new darling of the kitchen and electric appliance industry, the dishwasher market is still in the age of brand manufacturers.At present, Siemens, the United States, Haier, represented by the integrated household appliances manufacturers, and too too, the boss kitchen appliances represented by representatives are beginning to intensify In addition, there are many new faces to actively join in. From January to August 2017 alone, the number of dishwasher brands increased by 18, the dishwasher market competition is evident.
Dishwasher products have a wide variety of sales channels, including traditional home appliances sales channels, embedded retail channels with cabinets and fine decoration projects in cooperation with real estate developers. In GfK China, 32 cities in the project channels, the configuration rate of the dishwasher was only 7% in the luxury decoration standard real estate with less than two percent; economically developed areas in east China, dishwasher in hardcover real estate configuration rate only 14%; kitchen appliances sold in cooperation with real estate brands not only the well-known brand kitchen appliances, as well as Gaggenau, the United States and other countries, Fisher and Pacific Parker and other international brands.
In the retail channels monitored by GfK China (GfK China), that is, the traditional retail channels and embedded channels, the online market accounted for 35% of the total retail market as of August 2017, while the offline market accounted for the total Market as of 65% .As of August 2017, the offline market dishwasher, dishwashers average market price of about 6,300 yuan, compared with the online market is concentrated at around 3,800 yuan. Retail price difference reasons Because vendors are launching products in different channels, embedded dishwashers account for up to 88% of the offline offline retail market while embedded dishwashers in the online market account for 53% of the market.
The concept of intelligence is also infiltrating into the dishwasher market, with online market share of smart dishwashers reaching 12% as of August 2017, well above the offline retail market of 4%. Water consumption has always been the focus of consumers, not only the pursuit of energy-saving green life by consumers, low water consumption also means less water. As of August 2017, the following water consumption of 8 liters dishwasher Compared to the online market, the share of online retail stores is 50%, with dishwashers accounting for 43% of the market with water consumption below 8 liters. It can be foreseen that influenced by consumer's concept of living and The continuous improvement of technology, dishwasher products will be more and more intelligent, channel between smart and energy-saving products, the gap will narrow.
As another important retail channel for dishwasher sales, embedded channels play an important role in driving the overall kitchen market. According to the storefronts of GfK China (GfK China) 32 City Building Materials City, the sales channels for dishwashers A total of 773, of which 61% of the stores to sell kitchen appliances, 32% of the storefront to the overall kitchen to show consumers the overall kitchen with kitchen cabinets and kitchen combination of sales, one-stop shop to provide consumers with choices and services, Is the future of embedded home appliance sales channels.Fang Tai Bo kitchen currently, Europe to send, Secretary meters, gold, Vailfa, Boloni, Park Lane, Dege cabinets and other brand-name stores have a dishwasher display.
Dishwashers as the new protagonist in the future of Chinese kitchen, is still in the transitional period from the introduction period to the growth stage, companies need to guard against overheating in the market, calmly think about how to balance the channel layout of dishwashers.Product design, it should also be to solve the consumer Pain point for the enterprise's foothold, at the same time also need to improve consumer awareness of the dishwasher, an effective consumer guide.